How To Choose The Right Gamified Campaign For Your Target Audience

by Sarah Lazell

demographics, Gamification, Interactive campaigns, Target audiences

robots-764951_1280If you are looking to supercharge your campaign by adding gamification, great! Applying gamification techniques in marketing such as winning prizes or getting a score can help enhance loyalty, increase conversions and boost engagement.

One helpful method in deciding which gaming elements would work with your audience is by looking at the Bartle player types. There are four different player types; achievers, explorers, socializers and killers, each motivated by a different incentive for playing. 

Achievers all eyes are on the prize! They want to gain points or get to the next level. They like proof of success: points, possessions, or prizes. They want rewards and prestige with or without advancement in gameplay.

  • Include a mechanism where scores or skills can be shown off.
  • Games such as spin the wheel and scratch cards are great for instant gratification.
  • Loyalty programs where levels and VIP status are included will work well as an incentive.

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Explorers want to discover new things and love to find hidden treasure. Some players just like the thrill of discovery. They like to dig down and find something new or unknown. Secret pathways and rare finds excite them much more than gaining a prize.

  • Include ways of discovery such as hidden clues, puzzles, jokes or features that they can hunt for or unlock.
  • Consider using augmented reality for new ways to explore a product or world
  • Think about enhancing the pleasure of playing rather than the end result.

Grisham Beach

This cryptic quiz for a John Grisham book launch allowed users to take their time and solve the clues.

Socializers want to interact with other people. Social interaction counts more than the game strategy. Relationships are the reward and popularity is the goal.

  • Include shareable, novel content that has the potential to go viral, and include hashtags.
  • Quizzes are great for a socializer, they get to find out more about themselves, plus share the results with all their friends.
  • Avoid competition, that isn’t their motivation.

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Killers have strong competitive instincts.  They like scoring points, competing against people, taking part in challenges, winning and showing off their knowledge.

  • Include functions such as leaderboards, ranks, progress tracking, quizzes, and milestones.
  • Consider having users compete against each other. For example, a knowledge quiz or who can get the fastest time.
  • They enjoy influencing other players, for good or for evil!

nike-run-clubPhoto: Graham Bower/Cult of Mac The Nike+ Run Club app is enjoyable for Killers looking to compete against themselves and others.

To increase conversions look at ways you can attract more than one type with your campaign, as there tends to be an overlap, for example, you can be an explorer and still enjoy the experience if you happen to pick up points along the way.

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Demographic factors to consider when creating a gamified campaign

When designing your campaign, try to consider these factors about your audience.

Gender

It is suggested that men tend to respond to more task and achievement-oriented styles, whilst women lean towards being concerned with social relations and social influence (source). However, avoid dated gender stereotypes that could alienate your audience or put them off!

Gaming experience 

Will the user instinctively know what to do? Whilst a younger, more tech-savvy user could hit the ground running, could more of an explanation or a simpler format be needed for older crowds? (Ease of use of gamification is shown to decline with age)

The intention 

Think about how your audience will judge the intention of the campaign. For example this study looking at the Motivational effects and age differences of gamification in product advertising noted "Purchase intentions of conventional products were predicted by attitudes, subjective norm and perceived control, whereas purchase intentions of gamified products were predicted by attitudes and the perceived usefulness. Enjoyment and flow were significant mediators between motivational incentives and purchase intentions. Consumers with prior gaming experience had higher purchase intentions for gamified products."

BeeLiked’s tips for starting your own gamified campaign

Preparation
  • Start with your key performance indicators. This might be sales, page visits, data or something else. 
  • Identify your target audience. What’s the demographic?
  • Decide on what is your cost of acquisition or what budget you are prepared to put to achieve your goals. 
  • What’s the timeframe to create the campaign and how long will it remain active?
  • Only now think of the campaign ideas and test them carefully against your KPIs
Testing
  • Ensure that the motivation to enter is very clear
  • Blind test the entry process
  • Check all social share settings and messages are clear (and being scraped)

Ready to supercharge your next campaign?

BeeLiked is a marketing platform offering easy to set up and run campaign options, that are perfect for trying and testing something new. We have a wide range of innovative digital campaigns to help brands engage with their existing audiences and reach new customers through the viral and social nature of contests and games.

Wondering how BeeLiked can help you? Simply click on the yellow button below and our team will talk you through how we can help.

Tags: demographics, Gamification, Interactive campaigns, Target audiences

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